Shots Fired: How An Online Media Company Is Changing Online Entertainment
The reason that Saturday Night Live has stayed relevant for 40 years is because it brings us great, relevant comedy and music every week. They help take artists and comedians to the next level.
Shot Studios is doing the same for digital creators.
Shots, founded by brothers John Shahidi and Sam Shahidi, was originally launched as a selfie app, which quickly gained millions of followers. Amongst increasing competition from Instagram and Snapchat, they tranformed into a production and management studio. They now represent some of the biggest names in the YouTube world: Lele Pons, Rudy Mancuso, Inanna Sarkis, Anitta, Hannah Stocking and others.
Shots learned what content worked best with their audience and figured out how to maximize both views and revenues for their creators.
“We look at everything from the best social media strategies, to when the ideal day and time is to post, to maximize how many people are going to view our content,” said Shots CEO John Shahidi. “The type of content we create also increases our reach over time because you can share it with your friends and family six months after it releases because the stories are relatable and timeless.”
It seems to be working. Shots’ roster of eight creators, have over 85 million followers on Instagram and YouTube, and more than 3 billion views on YouTube alone.
Because of their massive reach, these influencers are extremely attractive to advertisers. Shots' creators have partnered with American Express, CoverGirl, Axe, Sprint, and Snickers.
It’s hard for the average person to understand how many eyeballs these social media stars can get. I did an interview with Jake Paul, which he tweeted, and it got so much engagement that an alert went off telling me to shut off my notifications. It’s amazing to watch massive engagement happen before your eyes. It’s like magic.
“Views are nice and our creators get a ton of them, but that’s not the metric we look at. Our team really breaks down engagement and watches ‘through rates.’ We want to make sure our videos are watched until the end because that’s what’s going to trigger someone to share it,” said Sam Shahidi, Shots co-founder who runs analytics and data for the company.
John Shahidi added, “Our goal is to make timeless content and to also ensure that everyone is compensated in the process.”
That is why a company like Shots is so valuable to creators. They are an all-in-one production, management, and data company. They also create innovative multiyear plans for creators, providing a roadmap to success.
“From the beginning, John, Sam and the whole team have always trusted me in every creative decision that I have made,” said Lele Pons. “I love that they give me the freedom to create the content that I want to create, but I also value their ideas and feedback. Their support makes being a part of Shots such an amazing opportunity.”
Influencer marketing is the future of advertising and everyone is chomping at the bit to get a piece of the pie: There are the MCNs, the influencer agencies, and the self-serve platforms connecting influencers and advertisers. Then you’ve got the agents, managers and PR people helping to manage their careers. Finally, you’ve got writers, editors, and production people helping to create content. Many influencers I know have a team of six to ten people, who are all on the payroll. They have to become the CEO of their company, a position that they didn’t sign up for.
Shots is one of the first to put it all under one roof, making it easier for creators to focus on what they do best: Creating content.
That’s what they’re doing all day, every day: Working hard to create those funny videos that you watch on your lunch break or when you’re chilling on the couch.
Think it’s easy? Give it a shot.
This article originally appeared in Forbes on August 22, 2017. For article click here.